Placing Ads in Magazines
Strategize Wisely by Knowing Editorial and Advertising Perspectives
Aug 28, 2009
Unfortunately, when placing ads in magazines it’s not enough for an ad to just look good. It must be created and placed strategically so that it strikes the readers eyes, forms a value image, develops a top-of-the-mind brand awareness and makes readers flock to the product. However, many times the editorial department is at odds with the advertiser’s wishes, and with good reason.
Placing Ads in Magazines from the Perspective of an Editor
Many advertisers want their ad to look like it is part of the magazine, so they create an ad to look like an editorial page. However, as an industry “rule,” magazines must print the word “advertisement” or “promotion” on these types of ads for delineation so that readers are not tricked into buying a “recommended” product.
Thus, the editorial content must be kept separate from advertising to maintain integrity and build the readers’ trust. Trust is what develops reader loyalty and garners an audience, which is what attracts advertisers in the first place. Some of the rules magazines usually keep include the following:
- Don’t put the ad next to the article or editorial spread that mentions the product.
- Don’t place ads next to articles with similar colors and design.
- Never put two different ads on the same spread.
- Always delineate an ad from editorial by adding the words “advertisement” or “promotion” if the lines are blurred.
- Don’t write an article about a product because an advertiser makes it a condition for buying space.
Placing Ads in Magazines From the Perspective of an Advertiser
When making a deal with the magazine, advertisers have a say in where they want their ads positioned. Many times they ask to place it next to the editorial that mentions the product or product genre. Though it can’t be done, editors and publishers work with the advertisers to satisfy them without compromising the readers’ best interest. Advertisers choose to place their ads in this medium even though it is costly because of a few factors:
- A more targeted audience.
- Positive image association, since magazines are luxury products.
- It is one of the few mediums from which readers enjoy looking at ads.
- Magazines are read during a convenient time, giving readers a chance to study the ad. This increases the buying urge.
How to be Strategic in Making an Advertisement for a Magazine
Readers enjoy looking at advertisements because of its striking design, creativity or usefulness. Making an ad takes a creative mind, and it doesn’t have to be placed next to a related editorial page to get noticed. Here are a few tips to consider:
- Cater the ad to the specific reader of the magazine. What do they like? If it is a fashion magazine, plan for an artistic and thematic photo shoot.
- Use witty writing that is fun or makes people stop and think.
- Make it part of the magazine experience. If the product is perfectly fit for the audience, consider making the ad editorial style. Even though the lines between ad and editorial may be blurred, the magazine will take care of printing the word “advertisement” on top in small letters.
- Use unique design, popping colors, beautiful and vibrant images that make readers want to tear out the page and frame it or post it on their cork boards.
- Sometimes it’s best to keep it short and simple with a lot of space. Use discernment since it can go both ways. If the magazine is generally chaotic in layout, the reader may appreciate a break. On the other hand, it might make readers overlook the ad since it doesn’t match the other parts of the magazine.
Nevertheless, placing ads in magazines is a strategic process that takes the involvement of a graphic designer, advertiser, media buyer, account executive, publisher and editor. And it’s a good idea to understand each role to prevent tension and to create and place ads in a strategic way.
Further Reading:
Tips on Effective Print Magazine Design
Magazine Advertising Strategies
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